LESSON 3: CUSTOMERS & SOLUTIONS
CRAFTING VALUE PROPOSITION CANVAS
Once you understand the concept about the customer problem and customer segment you
are looking to cater, Next step is understanding the jobs, pains and gains of the customer
which is an essential part of Value Proposition Canvas.
Value Proposition is nothing else but a fit between the customer problem identified by you
and a solution proposed for alleviating the problem. In other words, it is a problem-solution
fit.
WHAT IS THE VALUE PROPOSITION CANVAS FOR?
The Value Proposition Canvas is a simple way to better understand your customer’s needs,
and to design products and services they want. It works great on its own, but was designed
to work in conjunction with the Business Model Canvas
Value Proposition Canvas
If you look in curve it has two parts:
1. Customer segment
2. Value Proposition
, Customer Segment
It consists of 3 parts:
Customer Jobs
Customer Pain
Customer Gains
a. Customer Jobs (Jobs as task, problem or function your customer is looking to get
done)
What Your Targeted Customer Segment Wants
They want a “Job to be Done”
o Functional
o Social
o Emotional
● Those things your customers (and prospects) are trying to get done in their work
and/or in their lives.
● A “Customer Job” could be:
○ the tasks they are trying to perform and complete,
○ the problems they are trying to solve, and/or
○ the needs they are trying to satisfy.
● “Listen for frustration” - What can you do to help make it easier?
Use the following trigger questions to help you think of different Jobs your
(prospective) customers are attempting to do:
1. What is the one thing that your customer couldn’t live without accomplishing?
a. What are the stepping stones that could help your customer achieve this
key job?
2. What are the different contexts that your customers might be in?
a. How do their activities and goals change depending on these different
contexts?
3. What does your customer need to accomplish that involves interaction with
others?
4. What tasks are your customers trying to perform in their work or personal life?
a. What functional problems are your customers trying to solve?
5. Are there problems that you think customers have that they may not even be
aware of?
CUSTOMER PAINS
● The Pain the Customer normally feels when doing a Job
● The Pain the Customer feels when the Job goes wrong
● “Listen for frustration” - What can you do to help make it easier?
(1) Anything that annoys your customers before, during, and after trying to get a job done or
simply prevents them from getting a job done, or
CRAFTING VALUE PROPOSITION CANVAS
Once you understand the concept about the customer problem and customer segment you
are looking to cater, Next step is understanding the jobs, pains and gains of the customer
which is an essential part of Value Proposition Canvas.
Value Proposition is nothing else but a fit between the customer problem identified by you
and a solution proposed for alleviating the problem. In other words, it is a problem-solution
fit.
WHAT IS THE VALUE PROPOSITION CANVAS FOR?
The Value Proposition Canvas is a simple way to better understand your customer’s needs,
and to design products and services they want. It works great on its own, but was designed
to work in conjunction with the Business Model Canvas
Value Proposition Canvas
If you look in curve it has two parts:
1. Customer segment
2. Value Proposition
, Customer Segment
It consists of 3 parts:
Customer Jobs
Customer Pain
Customer Gains
a. Customer Jobs (Jobs as task, problem or function your customer is looking to get
done)
What Your Targeted Customer Segment Wants
They want a “Job to be Done”
o Functional
o Social
o Emotional
● Those things your customers (and prospects) are trying to get done in their work
and/or in their lives.
● A “Customer Job” could be:
○ the tasks they are trying to perform and complete,
○ the problems they are trying to solve, and/or
○ the needs they are trying to satisfy.
● “Listen for frustration” - What can you do to help make it easier?
Use the following trigger questions to help you think of different Jobs your
(prospective) customers are attempting to do:
1. What is the one thing that your customer couldn’t live without accomplishing?
a. What are the stepping stones that could help your customer achieve this
key job?
2. What are the different contexts that your customers might be in?
a. How do their activities and goals change depending on these different
contexts?
3. What does your customer need to accomplish that involves interaction with
others?
4. What tasks are your customers trying to perform in their work or personal life?
a. What functional problems are your customers trying to solve?
5. Are there problems that you think customers have that they may not even be
aware of?
CUSTOMER PAINS
● The Pain the Customer normally feels when doing a Job
● The Pain the Customer feels when the Job goes wrong
● “Listen for frustration” - What can you do to help make it easier?
(1) Anything that annoys your customers before, during, and after trying to get a job done or
simply prevents them from getting a job done, or
